Why Your Social Strategy Won’t Work Without Contextual Intelligence?

Sep 28, 2016

Businesses of all sizes are increasingly turning to social media as a way to identify, engage and recruit potential employees.

Research has identified the meaningful role that social media can play in building social capital. As organizations look to build sustained, deep relationships with possible future employees, there is a great advantage to having authentic, smart context as a part of your social media strategy.

Quantifying the Impact

A study by Kelly Quinn of the University of Illinois at Chicago illustrates the effect of social media on building social capital. In an online survey of 250 people, Quinn analysed the impact of context on bonding, bridging and maintaining social capital.

"This analysis demonstrates that while everyday instrumental communication is a primary contributor to the accrual of all forms of social capital, the use of social media ... to express care and concern for others and for entertainment is also important to social capital outcomes. These findings underscore the importance of considering context to understand the effects of social media use," Quinn wrote.

A similar study by SocialMediaToday.com showed that younger people are turning away from broader social media sites. Instead, they are seeking less superficial spaces "that allow them to develop relationships, give and receive advice and share experiences and opinions with other (people) around the world."

Impact on Recruiters

For recruiters, leveraging social media contextually helps to find the right candidates and potential candidates by screening more than just resumes and cover letters. Contextual search lets recruiters mine social networks, blogs, article comments and other all possible digital footprint pertaining to the candidates.

This discovery can help to round off the profile of a job candidate. In addition, it can be an effective tool for introducing a company to potential future employees. Such outreach, coupled with the right strategy to connect with passive candidates, can, in the long run, shorten the time and cost associated with future hires.

Using these tools, recruiters can become far more strategic, identifying likely future openings and planning accordingly. A sophisticated social media recruitment strategy moves well beyond spreadsheets of email addresses and piles of paper resumes.

Mature recruitment functions instead create a social strategy that goes beyond LinkedIn job postings. Instead, there is a synergy from collaborative communications and outreach efforts that helps to introduce organizations to clients and establish a corporate brand identity.

Social media recruitment at the highest levels is part of an integrated, multichannel approach, leveraging Big Data with clear analytics and KPIs.

The Spire Advantage

The Spire TalentSHIP® platform lets organizations create their own contextual ecosystems. It uses contextual search to connect organizations to the best employees and future candidates. The complex algorithms allow for searching of both structured and unstructured data. Companies can create an intimate ecosystem; locate, attract and engage talent; forge meaningful candidate relationships and use advanced social talent analytics to adjust strategies as needed.

Spire's products result in significant savings, including up to 50 percent in recruitment costs and 40 percent in time-to-hire. Spire clients see as much as a 5 percent increase in revenue, 7 percent reduction in overall costs and 5.4 percent profit growth.

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